Issues in Adopting the Marketing Strategy for Tourism Development in Africa: The Case of Ghana

African Journal of Business and Economic Research, Vol. 8, No. 1, pp. 147-162, 2013

15 Pages Posted: 22 Aug 2013 Last revised: 27 Jun 2015

See all articles by Jerry Kolo

Jerry Kolo

American University of Sharjah

Nnamdi O. Madichie

School of Business, Law and Social Sciences, University of Abertay, Dundee

Date Written: June 21, 2013

Abstract

The purpose of our paper is to provide a commentary on the key challenges facing small and medium enterprises (SMEs) in the Sub-Saharan African (SSA) international tourism marketing strategies. The rationale for the paper is that tourism, both domestic and international, and in all its genres (ecotourism, leisure tourism, medical tourism, etc.) is, and will for the foreseeable future be, a potent force of economic development in SSA at large, and in Ghana in particular. Relying heaving on statistics from the World Tourism Organization, we explore the key sector (i.e. the SME sector) at the forefront of the initiative as a means for starting the debate on how to move the discourse forward. Both policy and international business implications are inferred in our summation.

Keywords: SMEs in emerging economies, marketing in emerging economies, sustainable development in emerging economies, Ghana, sub-Saharan Africa

JEL Classification: O440, O490, O550, Z000

Suggested Citation

Kolo, Jerry and Madichie, Nnamdi O., Issues in Adopting the Marketing Strategy for Tourism Development in Africa: The Case of Ghana (June 21, 2013). African Journal of Business and Economic Research, Vol. 8, No. 1, pp. 147-162, 2013. Available at SSRN: https://ssrn.com/abstract=2313654

Jerry Kolo

American University of Sharjah

P.O. Box 26666
Sharjah
United Arab Emirates

Nnamdi O. Madichie (Contact Author)

School of Business, Law and Social Sciences, University of Abertay, Dundee ( email )

Bell Street
Dundee, DD1
United Kingdom

HOME PAGE: http://https://www.abertay.ac.uk/schools/school-of-business-law-and-social-sciences/

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